Suchergebnisse

"Im Zeitalter von Medienkonvergenz, interaktiver Kulturtechnik und digitalem Entwerfen ist die Gestaltung von Produkten, Formen und Funktionen nicht mehr ohne erzählerische Impulse, Konzepte und Strukturen denkbar. Dieser Band gibt eine Einführung in erzähltheoretische wie erzählpraktische Grundlagen." Praxisbeispiele aus Kommunikationsdesign, Produktdesign, Webdesign, Werbung sowie Film und Literatur komplettieren den Band.

Le storytelling en communication narrative n'est pas l'art du récit. C'est une technique fondée sur un usage stratégique instrumentalisé du récit. Une technique qui s'est développée dans le monde du business outre atlantique il y a 25 ans, avant de s'étendre à la politique et au discours médiatique en général. Le principe de l'anglicisme storytelling est le détournement de la narration et de fait, il marque bien la différence avec l'art du récit, en produisant ni plus ni moins du contre-récit.Dans les domaines politiques et médiatiques l'art du récit est devenu le mode de manipulation par excellence des foules, orchestré par le «spin doctors» qui contrôlent l'information au sein des médias en s'adressant directement aux électeurs et en fabriquant l'opinion. Lestorytellingest destiné aussi àdes consommateurs en manque de repères. Les milieux du management ont saisi cette discipline pour imposer l'art du récit comme mode de communication de l'économie de marché et du monde du travail. ; Storytelling in narrative communication is not the art of storytelling. It is a technique based on an instrumentalized strategic use of the story. A technique that developed in the business world across the Atlantic 25 years ago, before spreading to politics and media discourse in general. The principle of storytelling anglicism is the diversion of narration and in fact, it clearly marks the difference with the art of storytelling, by producing neither more nor less of the counter-narrative. In the political and media fields, the art of storytelling has become the mode of manipulation par excellence for crowds, orchestrated by the "spin doctors" who control information within the media by addressing voters directly and by fabricating opinion. Storytelling is also intended for consumers lacking benchmarks. Management circles have seized on this discipline to impose the art of storytelling as a mode of communication in the market economy and the world of work. ; الانضباط لفرض فن سرد القصص كوسيلة للتواصل في اقتصاد السوق وعالم ...

As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, companies are still confused as to how and why storytelling can make a difference to their business. What is the point of telling stories anyway? What makes a good story? And how do you go about telling it so that it supports the company brand? This book is written for practitioners by practitioners. Through real life examples, simple guidelines and practical tools, the book aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally. TOC:Foreword.- Branding Through Storytelling.- The Toolbox: The Four Elements of Storytelling.- Storytelling in Business.- The Company Core Story.- Authentic Raw Material for Storytelling.- Storytelling Applied: Storytelling as a Management Tool.- Storytelling in Advertising.- When Storytelling Becomes Dialogue.- The Media as Storytelling Partner.- Tearing Down the Walls

The main objective of this book is to highlight the most effective use of storytelling in several areas related to communication and the media. Thus, gender studies, political communication, digital media, advertising, crisis communication and PR activities as well as corporate social responsibility have been surveyed with regard to storytelling. The topics covered are: the use of storytelling techniques in advertisements from a gender perspective, storytelling in global advertising, storytelling in corporate social responsibility campaigns through social media, storytelling in Public Relations, storytelling in crisis communication, 'storytelling' in the construction of political power: Image creation for political leaders in Turkey

Sarah Choi interviews Sasha Su-Ling Welland, chair and professor of Gender, Women, and Sexuality studies at University of Washington, Seattle, and Sabrina Craig, director of Community Engagement for South Side Home Movie Project in Chicago, to discuss their engagement in cross-generational storytelling. Acknowledging the vital role women's shared memories have played in preserving historical knowledge, Welland and Craig make a connection between their pedagogical, ethnographic, and counterarchival practices, which situate cross-generational conversations at the heart of feminist historiography.

"The solo videojournalist must find a riveting story; gain access to charismatic characters who can tell their own tales; shoot candid clips; expertly interview the players; record clear, clean sound; write a script with pizzazz; and, finally, edit the material into a piece worthy of five minutes of a viewer's attention. Videojournalism addresses all of these challenges and more. [...] Opening chapters cover the foundations of mutlimedia storytelling, and then the book progresses to the techniques required to shoot professional video, record high quality sound and market the resulting product"--Back cover